Case PresentationAnil Kumar ShresthaAnkeet Rajbhandari

Diveej ShahJush Shrestha

Shashank Pradhan

-Found in 1865 as a wood-pulp mill by Finland-Swede Knut Fredrik Idestam.

-Finnish Rubber Works acquired Nokia wood mills as well as Finnish Cable Works, a producer of telephone and telegraph cables.

- All three companies merged as Nokia Corporation in 1967.

Today Nokia is the most prolific maker of cellular phones.World's largest telecommunications equipment

manufacturer.Nokia provides mobile communication equipment for

every major market and protocol, including GSM, CDMA and WCDMA.

Its global market share was 23% in the second quarter of 2011.

The Mobile Gaming eraThe mobile phone had only the most basic of games by

the end of the 20th century. Snake on the Nokia 6110, really pulled a masterstroke, because it sparked the beginning of a new era. New technologies opened the door for more

sophisticated mobile gaming: J2ME (Java 2 Micro Edition) and BREW (Binary Runtime Environment for Wireless).

Other Early Mobile Gaming Devices

Game Boy (1990)Game Boy Advance (2001)

NINTENDO

PlayStation Portable (2004)SONY

Gaming craze and Nokia’s VisionIn the late 1990s, gamers increasingly carried

both mobile phones and handheld game consoles.Nokia spotted an opportunity to combine these devices

into one unit.So on October 2003, they launched a product, a device

that integrated the wireless cell-phone and the handheld gaming console.

It was……………

Nokia N-Gage2003

Nokia N-Gage QD2006

It was a game deck, an MP3 player, a wireless browser, and a phone in one.

Based on the Symbian OS 6.1 and Series 60 user interface like the 7650 and 3650.

Two useful additions: MP3 player and FM radio.Able to run all Series 60 software and Java MIDP applications.Main CPU was an ARM Integrated (ARMI) compatible chip

(ARM4Tarchitecture) running at 104 MHz.Online and multimedia games via GPRS or Bluetooth.N-Gage was the first device of its kind.

The Hype and the RealityThe release of the console was followed by an incredible

advertising campaign and various PR-projects.

However, sales of the console turned out to be minimal even in the first month.

Nokia initially claimed 400,000 sales in the first two weeks.Independent market research claimed that N-Gage sold

only 5,000 decks in the United States in that time, and 800 decks in the UK, which came up to be true.

What went wrong??The Design:

To insert a game, users had to remove the phone's plastic cover and remove the battery compartment

The speaker was on the side edge of the phone, resulting in many gamers mocking it as talking into a "taco phone“

or "side-talking.“

In the gaming realm, N-Gage was also criticized for its vertical screen and the poor selection of games.

What went wrong??The Market:

The price was comparatively too high.Nokia wanted to capture the Mobile Gaming Industry.But, competitors such as GameBoy Advance was too much.

It fell behind in the cell-phone user market too.(It could not position itself anywhere.)

Correcting Mistakes????On late 2005, Nokia launched it’s 2nd Edition of N-Gage;

The N-Gage QD.Features such as:

Front speakers.Convenient Game cartridge slot.Smaller, smoother design.Compatible Keys.Cheaper price.

The changes came with a price:MP3 playback, FM radio reception, and USB connectivity

options had all been removed.Body was made out of a cheaper material.

Same Results!Now, even tougher competitors had entered the market.

Sony PlayStation Portable

New cell phones

There were no qualitative changes.On November 2, 2009 it was announced that the N-gage service

would continue through 2010 before being shut down for good.

.

Recommendation

Design

Convenience

Consumers

Market placement

Price